The Management Strategy of Marketing Mix of Pineapple Chips in Kampar District, Riau Province, Indonesia: A Structural Model Approach
The Management of marketing mix in agro-industry business of pineapple chips need to increase the volume of sales and customer loyalty. This research aims to (1) analyze the variable/ attribute lever in the management of the marketing mix of pineapple chips, and (2) formulating marketing strategy of...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Hasanuddin University
2017-06-01
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| Series: | International Journal of Agriculture System |
| Subjects: | |
| Online Access: | http://pasca.unhas.ac.id/ojs/index.php/ijas/article/view/1167 |
| _version_ | 1797975251539197952 |
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| author | Roza Yulida Jum’atri Yusri Novia Dewi Yulia Andriani |
| author_facet | Roza Yulida Jum’atri Yusri Novia Dewi Yulia Andriani |
| author_sort | Roza Yulida |
| collection | DOAJ |
| description | The Management of marketing mix in agro-industry business of pineapple chips need to increase the volume of sales and customer loyalty. This research aims to (1) analyze the variable/ attribute lever in the management of the marketing mix of pineapple chips, and (2) formulating marketing strategy of pineapple chips. This research used survey method. The Selection of respondents in this research is intentional (purposive sampling). The determination of respondents based on the expertise and their role in policy-making related to the agroindustry of pineapple chips. Data analysis used prospective analysis and Analytic Hierarchy Process/AHP. The Results of analysis showed that the determinants of the management of the marketing mix of pineapple chips consists; the dimensions of the product, price, promotion, and distribution. Attributes that are included in the driving variables consists of; products that always available, distribution in craftsmen kiosks, available in souvenir outlets, available anywhere, and promotions through packaging. The attributes are located in quadrant I, which have strong influence and dependence among low attributes. The direction of development of marketing policy of pineapple chips, alternatives include; Alternative I is the institutional strengthening of marketing and alternative II, is the development of the marketing mix. |
| first_indexed | 2024-04-11T04:32:33Z |
| format | Article |
| id | doaj.art-55ae87b77c8143bf92a91caa43da6f1f |
| institution | Directory Open Access Journal |
| issn | 2337-9782 2580-6815 |
| language | English |
| last_indexed | 2024-04-11T04:32:33Z |
| publishDate | 2017-06-01 |
| publisher | Hasanuddin University |
| record_format | Article |
| series | International Journal of Agriculture System |
| spelling | doaj.art-55ae87b77c8143bf92a91caa43da6f1f2022-12-29T03:41:57ZengHasanuddin UniversityInternational Journal of Agriculture System2337-97822580-68152017-06-0151243210.20956/ijas.v5i1.1167241The Management Strategy of Marketing Mix of Pineapple Chips in Kampar District, Riau Province, Indonesia: A Structural Model ApproachRoza Yulida0Jum’atri Yusri1Novia Dewi2Yulia Andriani3Department of Agribusiness, Faculty of Agriculture Riau UniversityDepartment of Agribusiness, Faculty of Agriculture, Riau UniversityDepartment of Agribusiness, Faculty of Agriculture, Riau UniversityDepartment of Agribusiness, Faculty of Agriculture, Riau UniversityThe Management of marketing mix in agro-industry business of pineapple chips need to increase the volume of sales and customer loyalty. This research aims to (1) analyze the variable/ attribute lever in the management of the marketing mix of pineapple chips, and (2) formulating marketing strategy of pineapple chips. This research used survey method. The Selection of respondents in this research is intentional (purposive sampling). The determination of respondents based on the expertise and their role in policy-making related to the agroindustry of pineapple chips. Data analysis used prospective analysis and Analytic Hierarchy Process/AHP. The Results of analysis showed that the determinants of the management of the marketing mix of pineapple chips consists; the dimensions of the product, price, promotion, and distribution. Attributes that are included in the driving variables consists of; products that always available, distribution in craftsmen kiosks, available in souvenir outlets, available anywhere, and promotions through packaging. The attributes are located in quadrant I, which have strong influence and dependence among low attributes. The direction of development of marketing policy of pineapple chips, alternatives include; Alternative I is the institutional strengthening of marketing and alternative II, is the development of the marketing mix.http://pasca.unhas.ac.id/ojs/index.php/ijas/article/view/1167determinantmanagement of the marketing mixmarketing strategy |
| spellingShingle | Roza Yulida Jum’atri Yusri Novia Dewi Yulia Andriani The Management Strategy of Marketing Mix of Pineapple Chips in Kampar District, Riau Province, Indonesia: A Structural Model Approach International Journal of Agriculture System determinant management of the marketing mix marketing strategy |
| title | The Management Strategy of Marketing Mix of Pineapple Chips in Kampar District, Riau Province, Indonesia: A Structural Model Approach |
| title_full | The Management Strategy of Marketing Mix of Pineapple Chips in Kampar District, Riau Province, Indonesia: A Structural Model Approach |
| title_fullStr | The Management Strategy of Marketing Mix of Pineapple Chips in Kampar District, Riau Province, Indonesia: A Structural Model Approach |
| title_full_unstemmed | The Management Strategy of Marketing Mix of Pineapple Chips in Kampar District, Riau Province, Indonesia: A Structural Model Approach |
| title_short | The Management Strategy of Marketing Mix of Pineapple Chips in Kampar District, Riau Province, Indonesia: A Structural Model Approach |
| title_sort | management strategy of marketing mix of pineapple chips in kampar district riau province indonesia a structural model approach |
| topic | determinant management of the marketing mix marketing strategy |
| url | http://pasca.unhas.ac.id/ojs/index.php/ijas/article/view/1167 |
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